Transforming data into impact

Alexander Skorka

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 1, 32-41

Abstract: Having enough data in marketing is not the problem today: the challenge is how to enable your entire organisation to benefit most from it. Relevant information has to be available in all areas of your organisation: more autonomy across organisations rather than top-down decision making means that the task of optimising the internal information and communications approach of the company becomes crucial for success. It is not just about accommodating big data – the real challenge is to actively address the need to make data useful to everyone across the enterprise. The companies that succeed with this movement into the ‘Big Usage of Data’ tend also to be those where information gets used well beyond the traditional circle of market researchers and data analysts. One of the most effective ways to achieve this is to make use of professional infographic dashboards; using modern, visual story telling techniques transforms information into insights and insights into impact.

Keywords: decision making; dashboards; insights; infographics; actionable intelligence; data visualisation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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